In days past, a runner or biker, without GPS enabled devices or Nike+iPod metrics, might need to drive a route in an automobile in order to get a sense of the distance he or she traveled during a workout. Understanding an athletes need to track and log their training routes, Kevin Callahan worked to create and launch MapMyRun.com. MapMyRun.com offered runners an easy to use online mapping application that enabled them to plot, track and log their training routes in an online database. The site clearly struck a chord with other runners as it grew organically to include over 30,000 registered users. Looking to develop the MapMyRun.com platform and services, Callahan then partnered with developer Jeff Kalkstein and former pro cyclist and finance executive Robin Thurston. Their collective efforts culminated in MapMyFitness, Inc. The MapMyFitness, Inc suite of websites—MapMyRun.com, MapMyRide.com, MapMyWalk.com, MapMyHike.com, and MapMyTri.com—now boast more than 1.2M registered users, about 100,000 visits per day and has over 2.5M user saved public routes in its system.
By using MapMyFitness’s online mapping application, users can plot out maps of their running, cycling, hiking, or walking routes. A user simply clicks along the route and his or her path is tracked with mile markers appearing at the appropriate distance. Users have the option of saving these maps as “Private,” limiting access to only friends, or “Public,” opening the route up to searches by other runners, cyclists, hikers, and walkers. MapMyFitness also provides its registered users an array of online training tools, including a training log where they can log their runs, rides, and other fitness activities. Users who own supported mobile training devices— like those offered by Garmin, Polar, and Nike + iPod—can import their exercise data directly into the MapMyFitness system.
According to CEO Robin Thurston, there has also been a significant up tick of interest in MapMyFitness community groups. Right now, the MapMyFitness websites host over 10,000 active community groups, where members can connect with like-minded active individuals, post maps, engage in topical discussions, and coordinate group activities. Thurston comments that the “publishing aspects” of the company are especially attractive to many groups, such as running and cycling clubs, that maintain their own existing websites as several MapMyFitness features “can be imbedded in other sites.”
Having surpassed the million registered users mark, MapMyFitness is coming to realize that it cannot please all it users all the time. An interesting question that exists for MapMyFitness is why the site is segmented into different fitness categories. Notes Thurston, “We’ve had people ask things like ‘why isn’t there a MapMyMountainBike?’” Thurston counters that the existing layout, “aims to strike a balance on the segmentation issue,” and equally important, it is beneficial to the company’s revenue, allowing for delivery of highly targeted advertising based on user-specific fitness interests.
The company is also working to tap into the excitement that surrounds prominent events and races and play upon every athlete’s desire to “compete and see how they measure up.” Recently, the company teamed with Road Id and VERSUS to present the Le Tour Challenge in conjunction with the Tour de France. The Le Tour Challenge gives cyclists around the world the opportunity to “virtually” compete in the 2009 Tour de France. On the day of any given Tour stage, a participant could submit his or her ride data to MapMyRide.com and receive back a calculated “Virtual Stage Time” — the actual time he or she would have posted racing alongside the pros on that day. Participants in the Challenge also get a shot at winning prizes collectively worth thousands of dollars in daily random drawings. Thurston comments that the Le Tour Challenge “has been huge,” attracting at least 16,000 participants each day.
Thurston is also very excited with the company’s new drive to market its unique Event Director Services. As part of that initiative, MapMyFitness is now partnering with event promoters and race directors to organize “virtual events” that run in connection with live events. These virtual events give users the opportunity to “virtually” participate in races without ever leaving their hometowns. Notably, MapMyFitness just organized a virtual event in connection with the Rocky Mountain Half Marathon, and later this year it will coordinate a virtual event that will tie-in with the Napa to Sonoma Wine Country Half Marathon. Also in the works is an athlete tracking system that will track competitors via smart phone, GPS chest strap, or timing chip so that spectators and friends can track a participant’s progress over the course. “We want to tap into the timing chip data which every race uses, and then offer the GPS capabilities for those promoters and athletes who want to be more precise.”
MapMyFitness is also venturing farther into the mobile space, working to refine its current mobile offerings and aggressively develop and launch more. Thurston believes “more people are going to start uploading data rather than entering it manually” when device capabilities improve. Presently, MapMyFitness offers its iMapMy iPhone App for free, and makes its BlackBerry App available to its Premium Members. Yet, only about 12-20% of current MapMyFitness users are actually using mobile devices (smart phones or fitness specific) to input data. In some ways, the use of these devices is limited by their accuracy and capabilities, including the quality of the GPS and battery life, and users are often frustrated if their fitness data is not tracked accurately. Device capabilities, however, are expected to improve with each generation. As Thurston notes: “The battery life for the [iPhone] 3GS is about 40% better than the 3G” when collecting GPS data. Enabling more people to upload data automatically as opposed to the hassle of manual entry opens up some profitable opportunities—something not lost on Thurston. Visualizing these new opportunities, he remarks “Think about doing a corporate wellness and fitness program for a company whose employees all use BlackBerries. Making data entry effortless through a direct import would no doubt encourage greater participation.”
The 20 person company has been self-funded to date but Thurston expects to seek a round of additional investment to drive growth late in 2010. For now, however, Thurston is comfortable with the company’s situation: “You’re more creative when you’re bootstrapped.”
And holding board meetings on two hour bike rides probably doesn’t hurt creativity either.
